It has been 13 years this year since Evaluation Project of An excellent Brand of Rice began in 2003.

As many as 1,408 rice brands were found in Korea in 2011 and they are still in the excess supply while an annual per capita consumption of rice is declining year by year. Looking back over the rice market in the past decade, the market trend has been definitely to build the high-end rice quality and Honammi has been regarded, as presented in this paper, as the best beneficiary of Koran Government policies.

Among them, particularly Jeonbuk rice began posting its name on the list of excellent brand rice since 2005, the annual 3.4 brands were chosen over a total of 31 times by 2013, and 4.4 brands have been chosen as excellent brands of rice over a total of 22 times over the past five years. As a result, it is not too much to say that Jeonbuk rice had a role as a leading brand when choosing the Korea Excellent Brand Rice

This study was focused on this growth of Jeonbuk rice, in order to find the clues to the question "How did Jeonbuk rice considered as "tasteless cheap rice" by the early 2000 change the attitudes of consumers?" and derive the ramifications by forming its brand equity. As a result, it is confirmed in the previous studies that the government''s evaluation project of excellent rice brand was somewhat helpful.

Therefore, this study narrowed the research subjects into the LOVE-RICE''s Brand of Excellent Brand Rice in Jeonbuk and conducted a survey on 229 people living in Jeonbuk and other places about how customer attitudes about brand equity and the value of brand affect customer repurchase intention. After analyzing the survey results, conclusions were obtained as follows :

First, brand equity components of the LOVE-RICE''s Brand of Excellent Brand Rice in Jeonbuk(brand image, brand awareness, perceived quality) and all elements between consumer attitudes were confirmed to have a positive impact on one another.

Secondly, brand equity components of the LOVE-RICE''s Brand of Excellent Brand Rice in Jeonbuk(brand image, brand awareness, perceived quality) were found to selectively affect each other by the components between the brand values. While perceived quality and brand image have a positive impact on the value of the brand, it did not find a positive causal relationship between brand awareness and brand value.

Third, it is confirmed that consumer attitudes and brand value of the LOVE-RICE''s Brand of Excellent Brand Rice in Jeonbuk are forming a positive causal relationship for repurchase intention.

Fourth. as a result of the verification of the correlation effect that Jeonbuk Province residents living in the original place of Jeonbuk LOVE-RICE excellent brand and non-Jeonbuk residents have as brand equity components (recognized brand image, brand, perceived quality) and parameters (consumer attitudes, brand value), it turned out that all cases do not act as a control variable.

In conclusion, the present study confirmed the positive causal relationship between brand equity, consumer attitudes, and brand value. However, any correlation between brand value and brand recognition was not found. Residential area moderating effect between components of brand equity and consumer attitudes and between components of brand equity and brand value was not explored to have any significance.

According to the "product life cycle" theory, most products are growing, go through a maturation and someday move on to decline. On the basis of these theories, the LOVE-RICE''s Brand of Excellent Brand Rice in Jeonbuk should not be satisfied with its present brand equity increases but have a sustainable and differentiated strategy built around a superior brand of rice in order to reach steady maturity.
In short, the correspondence acumen to steadily increase brand equity seems to be needed more than ever.